AI creating new waves in advertising

As artificial intelligence (AI) increasingly enters every phase of our lives, it has also become a critical tool in the hands of marketers and advertisers to finetune and personalise their campaigns to target specific audiences.

“Leveraging the power of AI, marketers can now create highly targeted and personalised advertising campaigns through advanced data analysis and segmentation. Ads are also made more relevant by personalising them based on user behaviour, preferences and demographics. This is noteworthy as AI-powered algorithms can analyse massive amounts of data to forecast consumer behaviour and trends,” Arnaud Verchere, Group CEO at Tonic International and Chairman of Local Planet MEA, told Khaleej Times in an interview.

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How has the integration of AI transformed traditional advertising and marketing strategies?

Prior to the digital era, traditional advertising and marketing strategies used offline channels to reach audiences, which included print, broadcast, direct mail, and in-person approaches. These methods, including telemarketing and outdoor advertising, have since evolved with the emergence of online platforms and technology-driven campaigns.

Using AI, marketers can capitalise on insights to anticipate consumer demands, optimise content, and make data-driven decisions to create higher-impact campaigns. Programmatic advertising also relies heavily on AI as it automates real-time ad placement and purchase. This boosts productivity, lowers expenses and enables more accurate audience targeting. In addition to enabling dynamic pricing strategies and allowing businesses to adjust prices based on factors such as demand, competition, and market trends, AI can further help companies shape better customer journeys by carefully analysing touchpoints and interactions.

What are the key advantages of mobile marketing in reaching and engaging with a diverse audience? How has the rise of mobile devices influenced consumer behaviour, and what does it mean for businesses?

With greater connectivity and on-the-go access to information, the growth of mobile devices has had a significant impact on consumer behaviour. In order to enhance customer experience and satisfy their needs, businesses make significant investments in its digital platforms every year. Increased planning and development across all sectors have also propelled the usage of mobile devices and the internet, particularly in the Middle East, by providing users with more integrated wireless services. A key element in this is that mobile devices make location-based services possible, which enables companies to offer users customised, location-specific promotions and advertisements.